The US Trustworthy Accountability Group (TAG) and the UK’s Joint Industry Committee for Web Standards (JICWEBS) have responded to calls from advertisers for a more joined-up international approach, by announcing that they will work together to tackle issues including brand safety, transparency, fraud and criminal activity.

The two bodies will share learnings and pursue a "united and consistent approach", they said.

Marc Pritchard, the chief brand officer of P&G, the world’s biggest advertiser, helped focus the industry’s minds on the issue in January when he gave a speech calling the digital advertising supply chain "murky at best, and fraudulent at worst". Pritchard complained of a lack of transparency, a lack of compliance to standards, unreliable measurement and underhand activity. 

Mike Zaneis, president and CEO of TAG, said: "Since 2014 TAG has built programmes to tackle fraud, malware and piracy in digital advertising, as well as promote transparency and brand safety. However the message from advertisers is clear: we need a consistent and joined-up approach across markets and we look forward to working with JICWEBS to progress delivering this."

Richard Foan, chair of JICWEBS, agreed, saying: "We need a global approach for local markets."